Willis Investment Counsel
In its 13F for Q1 2025 (holdings as of March 31, 2025, filed April 16, 2025), Willis Investment Counsel reported 117 stock positions worth $1.5 billion. Its top holding was Johnson & Johnson (JNJ) at 3.7% of the portfolio, followed by Cisco Systems (CSCO, 3.1%) and Chubb (CB, 3.0%). Compared with Q4 2024, it opened 2 new positions, sold out of 1, added to 48 and reduced 47. The biggest buy was Procter & Gamble (PG, shares +78%) and the biggest sale Factset Research Systems (FDS, shares −72%).
- Most Recent 13F
- Q2 2026
- Location
- GAINESVILLE, GA
- CIK
- 0001310929
- Portfolio Value
- $1.5B (Q1 2025)
- SEC Filing
- 0001310929-25-000003 ↗ filed Apr 16, 2025
Holdings Value
Holdings 117 stocks · $1.5B
| JNJ Johnson & Johnson | 3.70% | 332,091 | $55.1M | Add +0.0% |
| CSCO Cisco Systems Inc. | 3.09% | 743,860 | $45.9M | Reduce -16.5% |
| CB Chubb Ltd. | 3.00% | 147,945 | $44.7M | Add +0.4% |
| PAYX Paychex Inc. | 2.96% | 284,798 | $43.9M | Reduce -9.5% |
| TXN Texas Instruments Inc. | 2.77% | 229,534 | $41.2M | Reduce -9.2% |
| MSFT Microsoft Corp. | 2.63% | 104,258 | $39.1M | Reduce -5.5% |
| LMT Lockheed Martin Corp. | 2.62% | 87,255 | $39.0M | Add +0.2% |
| PFE Pfizer Inc. | 2.59% | 1,522,428 | $38.6M | Add +7.3% |
| ACN Accenture PLC Class A | 2.42% | 115,526 | $36.0M | Reduce -0.1% |
| HD Home Depot Inc. | 2.39% | 97,148 | $35.6M | Reduce -0.2% |
| MDT Medtronic PLC | 2.13% | 352,538 | $31.7M | Reduce -0.3% |
| VZ Verizon Communications Inc. | 2.12% | 693,673 | $31.5M | Reduce -4.4% |
| AFL Aflac Inc. | 2.05% | 274,330 | $30.5M | Add +0.3% |
| CLX Clorox Company | 2.01% | 202,678 | $29.8M | Add +9.1% |
| PEP Pepsico Inc. | 1.98% | 196,196 | $29.4M | Reduce -0.0% |
| HSY The Hershey Co. | 1.87% | 162,666 | $27.8M | Add +15.7% |
| T AT&T Inc. | 1.85% | 973,410 | $27.5M | Reduce -2.5% |
| PG The Procter & Gamble Co. | 1.80% | 157,290 | $26.8M | Add +77.7% |
| WMT Walmart Inc. | 1.78% | 302,195 | $26.5M | Reduce -21.6% |
| UPS United Parcel Service Class B | 1.77% | 239,731 | $26.4M | Add +39.8% |
| XOM Exxon Mobil Corp. | 1.68% | 210,543 | $25.0M | Add +0.6% |
| SHEL Shell PLC-ADR | 1.67% | 338,642 | $24.8M | Reduce -0.1% |
| TSCO Tractor Supply Company | 1.65% | 445,597 | $24.6M | Reduce -0.4% |
| CAT Caterpillar Inc. | 1.64% | 73,778 | $24.3M | Add +0.0% |
| COP Conocophillips | 1.57% | 222,705 | $23.4M | Reduce -0.4% |
| KMB Kimberly-Clark Corp. | 1.57% | 164,440 | $23.4M | No change |
| DRI Darden Restaurants Inc. | 1.46% | 104,700 | $21.8M | Add +12.8% |
| AAPL Apple Inc. | 1.46% | 97,411 | $21.6M | Reduce -11.9% |
| ADP Automatic Data Processing | 1.43% | 69,737 | $21.3M | Reduce -0.0% |
| KVUE Kenvue Inc. | 1.43% | 888,147 | $21.3M | Reduce -0.1% |
| DGX Quest Diagnostics Inc. | 1.37% | 120,100 | $20.3M | No change |
| MCD McDonald's Corp. | 1.36% | 64,800 | $20.2M | No change |
| BHP BHP Group Ltd.-Spon ADR | 1.34% | 411,130 | $20.0M | Add +1.9% |
| AEP American Electric Power | 1.31% | 178,900 | $19.5M | Add +15.0% |
| MMM 3M Co. | 1.21% | 122,127 | $17.9M | Add +0.1% |
| SNY Sanofi-ADR | 1.20% | 320,600 | $17.8M | Add +36.0% |
| MRK Merck & Co. Inc. | 1.13% | 187,682 | $16.8M | Reduce -0.1% |
| ETN Eaton Corp. PLC | 1.13% | 61,640 | $16.8M | No change |
| TROW T Rowe Price Group Inc. filed as PRICE T ROWE GROUP INC | 1.11% | 179,874 | $16.5M | Reduce -18.8% |
| DUK Duke Energy Corp. | 1.08% | 132,232 | $16.1M | Add +18.7% |
| LOW Lowe's Cos Inc. | 1.07% | 68,471 | $16.0M | No change |
| LH Labcorp Holdings Inc. | 1.03% | 65,866 | $15.3M | Add +0.0% |
| AMAT Applied Materials Inc. | 1.02% | 104,712 | $15.2M | Reduce -29.4% |
| JPM JPMorgan Chase & Co. | 0.98% | 59,520 | $14.6M | Reduce -1.4% |
| GPC Genuine Parts Co. | 0.98% | 121,731 | $14.5M | Reduce -0.0% |
| AXP American Express Co. | 0.97% | 53,694 | $14.4M | Reduce -0.5% |
| DE Deere & Co. | 0.95% | 30,100 | $14.1M | No change |
| EMR Emerson Electric Co. | 0.91% | 123,100 | $13.5M | No change |
| GNRC Generac Holdings Inc. | 0.91% | 106,299 | $13.5M | Reduce -1.5% |
| FTNT Fortinet Inc. | 0.84% | 129,261 | $12.4M | Add +0.3% |
| VLO Valero Energy Corp. | 0.82% | 92,000 | $12.2M | Add +55.7% |
| TGT Target Corp. | 0.81% | 115,084 | $12.0M | Reduce -0.0% |
| CVX Chevron Corp. | 0.80% | 71,487 | $12.0M | Reduce -0.2% |
| WAT Waters Corp. | 0.79% | 31,854 | $11.7M | Add +0.4% |
| GD General Dynamics Corp. | 0.78% | 42,600 | $11.6M | No change |
| NVDA Nvidia Corp. | 0.78% | 106,885 | $11.6M | Reduce -28.9% |
| KEYS Keysight Technologies Inc. | 0.77% | 76,063 | $11.4M | Add +0.6% |
| RGA Reinsurance Group of America | 0.71% | 53,668 | $10.6M | Add +0.6% |
| ZTS Zoetis Inc. | 0.68% | 61,467 | $10.1M | Add +33.0% |
| MA Mastercard Inc. Class A | 0.63% | 17,220 | $9.4M | Add +0.4% |
| GOOGL Alphabet Inc. Class A | 0.52% | 50,259 | $7.8M | Reduce -58.4% |
| GWW WW Grainger Inc. filed as GRAINGER W W INC | 0.51% | 7,631 | $7.5M | New |
| FDS Factset Research Systems Inc. | 0.50% | 16,486 | $7.5M | Reduce -71.7% |
| MSM MSC Industrial Direct Co. Class A | 0.48% | 91,659 | $7.1M | Add +2.5% |
| MUR Murphy Oil Corp. | 0.46% | 240,164 | $6.8M | Reduce -2.7% |
| INTC Intel Corp. | 0.46% | 299,058 | $6.8M | Reduce -0.6% |
| TTE Totalenergies SE -Spon ADR | 0.44% | 102,137 | $6.6M | No change |
| ROST Ross Stores Inc. | 0.44% | 51,089 | $6.5M | Add +0.6% |
| ADBE Adobe Inc. | 0.43% | 16,598 | $6.4M | Add +0.2% |
| VBR Vngrd Mrngst SL-CP Val ETF-U | 0.36% | 28,748 | $5.4M | Add +9.4% |
| MOS The Mosaic Co. | 0.25% | 135,138 | $3.7M | Add +5.8% |
| AAP Advance Auto Parts Inc. | 0.19% | 72,173 | $2.8M | Add +69.9% |
| RSP Invesco S&P 500 Equal Weight | 0.16% | 14,097 | $2.4M | Add +188.2% |
| MEDP Medpace Holdings Inc. | 0.16% | 7,848 | $2.4M | Reduce -3.6% |
| QLYS Qualys Inc. | 0.12% | 13,985 | $1.8M | Add +31.6% |
| LOGI Logitech International-Reg | 0.10% | 18,144 | $1.5M | Add +10.6% |
| EVTC Evertec Inc. | 0.09% | 38,022 | $1.4M | Add +9.9% |
| FTRE Fortrea Holdings Inc. | 0.09% | 184,307 | $1.4M | Reduce -0.6% |
| LQDT Liquidity Services Inc. | 0.09% | 43,268 | $1.3M | Reduce -17.3% |
| FTDR Frontdoor Inc. | 0.08% | 32,601 | $1.3M | Reduce -30.3% |
| GIL Gildan Activewear Inc. | 0.08% | 28,303 | $1.3M | Reduce -19.5% |
| DCI Donaldson Co. Inc. | 0.08% | 18,318 | $1.2M | Reduce -3.0% |
| VRSN Verisign Inc. | 0.08% | 4,783 | $1.2M | Add +116.0% |
| AOS Smith (a.o.) Corp. | 0.08% | 18,360 | $1.2M | Reduce -91.0% |
| CSGS CSG Systems Intl Inc. | 0.08% | 18,479 | $1.1M | Add +13.5% |
| PAYC Paycom Software Inc. | 0.07% | 4,987 | $1.1M | Add +13.4% |
| MXCT Maxcyte Inc. | 0.07% | 380,471 | $1.0M | Reduce -6.2% |
| HXL Hexcel Corp. | 0.07% | 17,730 | $971K | Add +5.2% |
| PAR Par Technology Corp. | 0.06% | 15,104 | $926K | Add +50.5% |
| JBTM JBT Marel Corp. | 0.06% | 7,447 | $910K | Reduce -2.7% |
| NRC NRC Health filed as NATIONAL RESH CORP | 0.06% | 65,778 | $842K | Add +19.1% |
| UI Ubiquiti Inc. | 0.05% | 2,602 | $807K | Reduce -22.6% |
| KO The Coca-Cola Co. | 0.05% | 11,007 | $788K | Reduce -0.3% |
| JKHY Jack Henry & Associates Inc. filed as HENRY JACK & ASSOC INC | 0.05% | 3,700 | $676K | Add +1.4% |
| STRL Sterling Infrastructure Inc. | 0.04% | 5,869 | $664K | Reduce -22.1% |
| VO Vngrd Mrngstr MD-Cap ETF-Usd | 0.04% | 2,567 | $664K | No change |
| TTC Toro Co. | 0.04% | 8,843 | $643K | Add +94.4% |
| DLB Dolby Laboratories Inc. Class A | 0.04% | 6,743 | $542K | Add +9.5% |
| SO The Southern Co. | 0.03% | 5,367 | $493K | Add +50.5% |
| OEF iShares S&P 100 ETF | 0.03% | 1,781 | $482K | No change |
Portfolio Sells Q4 2024 → Q1 2025
| FDS Factset Research Systems Inc. | Reduce -71.7% | 0.50% | −1.33 |
| GOOGL Alphabet Inc. Class A | Reduce -58.4% | 0.52% | −0.98 |
| AOS Smith (a.o.) Corp. | Reduce -91.0% | 0.08% | −0.83 |
| AMAT Applied Materials Inc. | Reduce -29.4% | 1.02% | −0.56 |
| NVDA Nvidia Corp. | Reduce -28.9% | 0.78% | −0.55 |
| TROW T Rowe Price Group Inc. | Reduce -18.8% | 1.11% | −0.53 |
| WMT Walmart Inc. | Reduce -21.6% | 1.78% | −0.50 |
| MSFT Microsoft Corp. | Reduce -5.5% | 2.63% | −0.42 |
| CSCO Cisco Systems Inc. | Reduce -16.5% | 3.09% | −0.37 |
| AAPL Apple Inc. | Reduce -11.9% | 1.46% | −0.36 |
| TXN Texas Instruments Inc. | Reduce -9.2% | 2.77% | −0.34 |
| ACN Accenture PLC Class A | Reduce -0.1% | 2.42% | −0.24 |
| TGT Target Corp. | Reduce -0.0% | 0.81% | −0.21 |
| GNRC Generac Holdings Inc. | Reduce -1.5% | 0.91% | −0.19 |
| FTRE Fortrea Holdings Inc. | Reduce -0.6% | 0.09% | −0.13 |
| MRK Merck & Co. Inc. | Reduce -0.1% | 1.13% | −0.09 |
| HD Home Depot Inc. | Reduce -0.2% | 2.39% | −0.09 |
| FTDR Frontdoor Inc. | Reduce -30.3% | 0.08% | −0.08 |
| AXP American Express Co. | Reduce -0.5% | 0.97% | −0.08 |
| BRK.A Berkshire Hathaway Inc. Class A | Sold out | 0.00% | −0.04 |
| MXCT Maxcyte Inc. | Reduce -6.2% | 0.07% | −0.04 |
| STRL Sterling Infrastructure Inc. | Reduce -22.1% | 0.04% | −0.04 |
| MUR Murphy Oil Corp. | Reduce -2.7% | 0.46% | −0.03 |
| GIL Gildan Activewear Inc. | Reduce -19.5% | 0.08% | −0.02 |
| LQDT Liquidity Services Inc. | Reduce -17.3% | 0.09% | −0.02 |
| UI Ubiquiti Inc. | Reduce -22.6% | 0.05% | −0.02 |
| COF Capital One Financial Corp. | Reduce -50.7% | 0.02% | −0.02 |
| MEDP Medpace Holdings Inc. | Reduce -3.6% | 0.16% | −0.02 |
| JBTM JBT Marel Corp. | Reduce -2.7% | 0.06% | −0.00 |
| LAMR Lamar Advertising Co. Class A | Reduce -1.4% | 0.02% | −0.00 |
| DCI Donaldson Co. Inc. | Reduce -3.0% | 0.08% | −0.00 |
| ABBV Abbvie Inc. | Reduce -1.1% | 0.02% | +0.00 |
| IBM Intl Business Machines Corp. | Reduce -0.3% | 0.03% | +0.00 |
| KO The Coca-Cola Co. | Reduce -0.3% | 0.05% | +0.01 |
| PEP Pepsico Inc. | Reduce -0.0% | 1.98% | +0.02 |
| JPM JPMorgan Chase & Co. | Reduce -1.4% | 0.98% | +0.03 |
| GPC Genuine Parts Co. | Reduce -0.0% | 0.98% | +0.04 |
| INTC Intel Corp. | Reduce -0.6% | 0.46% | +0.06 |
| PAYX Paychex Inc. | Reduce -9.5% | 2.96% | +0.06 |
| ADP Automatic Data Processing | Reduce -0.0% | 1.43% | +0.09 |
| TSCO Tractor Supply Company | Reduce -0.4% | 1.65% | +0.09 |
| COP Conocophillips | Reduce -0.4% | 1.57% | +0.12 |
| CVX Chevron Corp. | Reduce -0.2% | 0.80% | +0.12 |
| KVUE Kenvue Inc. | Reduce -0.1% | 1.43% | +0.19 |
| VZ Verizon Communications Inc. | Reduce -4.4% | 2.12% | +0.21 |
| SHEL Shell PLC-ADR | Reduce -0.1% | 1.67% | +0.28 |
| MDT Medtronic PLC | Reduce -0.3% | 2.13% | +0.28 |
| T AT&T Inc. | Reduce -2.5% | 1.85% | +0.36 |
Portfolio Buys Q4 2024 → Q1 2025
| PG The Procter & Gamble Co. | Add +77.7% | 1.80% | +0.83 |
| JNJ Johnson & Johnson | Add +0.0% | 3.70% | +0.56 |
| GWW WW Grainger Inc. | New | 0.51% | +0.51 |
| SNY Sanofi-ADR | Add +36.0% | 1.20% | +0.45 |
| AEP American Electric Power | Add +15.0% | 1.31% | +0.37 |
| UPS United Parcel Service Class B | Add +39.8% | 1.77% | +0.35 |
| VLO Valero Energy Corp. | Add +55.7% | 0.82% | +0.34 |
| CB Chubb Ltd. | Add +0.4% | 3.00% | +0.33 |
| DRI Darden Restaurants Inc. | Add +12.8% | 1.46% | +0.33 |
| HSY The Hershey Co. | Add +15.7% | 1.87% | +0.31 |
| DUK Duke Energy Corp. | Add +18.7% | 1.08% | +0.30 |
| XOM Exxon Mobil Corp. | Add +0.6% | 1.68% | +0.21 |
| AFL Aflac Inc. | Add +0.3% | 2.05% | +0.20 |
| ZTS Zoetis Inc. | Add +33.0% | 0.68% | +0.19 |
| MMM 3M Co. | Add +0.1% | 1.21% | +0.17 |
| PFE Pfizer Inc. | Add +7.3% | 2.59% | +0.13 |
| RSP Invesco S&P 500 Equal Weight | Add +188.2% | 0.16% | +0.11 |
| AAP Advance Auto Parts Inc. | Add +69.9% | 0.19% | +0.06 |
| VRSN Verisign Inc. | Add +116.0% | 0.08% | +0.05 |
| BHP BHP Group Ltd.-Spon ADR | Add +1.9% | 1.34% | +0.05 |
| MA Mastercard Inc. Class A | Add +0.4% | 0.63% | +0.04 |
| LH Labcorp Holdings Inc. | Add +0.0% | 1.03% | +0.04 |
| MSM MSC Industrial Direct Co. Class A | Add +2.5% | 0.48% | +0.04 |
| MOS The Mosaic Co. | Add +5.8% | 0.25% | +0.04 |
| FTNT Fortinet Inc. | Add +0.3% | 0.84% | +0.04 |
| CLX Clorox Company | Add +9.1% | 2.01% | +0.03 |
| QLYS Qualys Inc. | Add +31.6% | 0.12% | +0.02 |
| CSGS CSG Systems Intl Inc. | Add +13.5% | 0.08% | +0.02 |
| VENU Venu Holding Corp. | New | 0.02% | +0.02 |
| TTC Toro Co. | Add +94.4% | 0.04% | +0.02 |
| VBR Vngrd Mrngst SL-CP Val ETF-U | Add +9.4% | 0.36% | +0.02 |
| WAT Waters Corp. | Add +0.4% | 0.79% | +0.02 |
| EVTC Evertec Inc. | Add +9.9% | 0.09% | +0.02 |
| PAR Par Technology Corp. | Add +50.5% | 0.06% | +0.01 |
| LOGI Logitech International-Reg | Add +10.6% | 0.10% | +0.01 |
| PAYC Paycom Software Inc. | Add +13.4% | 0.07% | +0.01 |
| SO The Southern Co. | Add +50.5% | 0.03% | +0.01 |
| DLB Dolby Laboratories Inc. Class A | Add +9.5% | 0.04% | +0.00 |
| JKHY Jack Henry & Associates Inc. | Add +1.4% | 0.05% | +0.00 |
| FIZZ National Beverage Corp. | Add +2.3% | 0.02% | +0.00 |
| VTI VG Morningstar TS MKT ETF-US | Add +1.9% | 0.02% | −0.00 |
| ATKR Atkore Inc. | Add +17.4% | 0.03% | −0.00 |
| HXL Hexcel Corp. | Add +5.2% | 0.07% | −0.00 |
| NRC NRC Health | Add +19.1% | 0.06% | −0.01 |
| KEYS Keysight Technologies Inc. | Add +0.6% | 0.77% | −0.03 |
| RGA Reinsurance Group of America | Add +0.6% | 0.71% | −0.04 |
| ADBE Adobe Inc. | Add +0.2% | 0.43% | −0.05 |
| ROST Ross Stores Inc. | Add +0.6% | 0.44% | −0.06 |
| CAT Caterpillar Inc. | Add +0.0% | 1.64% | −0.12 |
| LMT Lockheed Martin Corp. | Add +0.2% | 2.62% | −0.15 |
All Filings
| Quarter | Positions | 13F Reported Value | Top Holdings |
|---|---|---|---|
| Q2 2026 | 125 | $2.1B | CSCO, JNJ, TXN, CAT, CB |
| Q1 2026 | 123 | $1.8B | JNJ, CSCO, LMT, TXN, CB |
| Q4 2025 | 130 | $1.9B | JNJ, CSCO, MSFT, ACN, CB |
| Q3 2025 | 127 | $1.8B | JNJ, MSFT, CSCO, LMT, TXN |
| Q2 2025 | 118 | $1.7B | CSCO, MSFT, JNJ, TXN, PAYX |
| Q1 2025 | 117 | $1.5B | JNJ, CSCO, CB, PAYX, TXN |
| Q4 2024 | 116 | $1.5B | CSCO, JNJ, TXN, MSFT, PAYX |
| Q3 2024 | 113 | $1.5B | TXN, JNJ, LMT, CSCO, MSFT |
| Q2 2024 | 107 | $1.4B | TXN, MSFT, JNJ, CSCO, LMT |
| Q1 2024 | 107 | $1.5B | JNJ, MSFT, CSCO, TXN, LMT |